Give your concepts names

If you are in a room with excited people who are waiting to be impressed and persuaded by your design concepts, the fastest way to kill the buzz is introducing “Option 1”.

Give the concept a name. Something that helps your audience understand what the concept is about. Your job is to make selecting and approving ideas easy for your audience. It’s hard enough for them as it is. At least with a name they can compare the themes of different concepts, without going into the detail of whether they like the actual design or not.

If you have a campaign with a big storytelling aspect to it. The idea could be called “The story of [x]”, or maybe it’s a piece of graphic design that is supposed to make an organisation look technologically advanced, you could call it “the future has arrived”. Hopefully, you can do a bit better than that, but I am just trying to make a point.

Takeaways

• Stick the name of the concept really big on the first slide

• Make sure the names make it easy to tell the concepts apart and refer to them later

• Remember your job is to help people pick an idea.

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